Identity-Based Brand Management : Fundamentals-Strategy-Implementation-Controlling

• Main Authors: Burmann, Christoph, (Author), Riley, Nicola-Maria, (Author), Halaszovich, Tilo, (Author), Schade, Michael, (Author)
• Format: eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden, [2017]
• Subjects: Brand name products > Management.; Branding (Marketing); Business.; Marketing.; elektronické knihy; electronic books
• ISBN: 9783658135614; 9783658135607
• Physical Description: 1 online resource (x, 313 pages)

This textbook provides a theoretically based and comprehensive overview of the identity-based brand management. The focus is on the design of brand identity as the internal side of a brand and the resulting external brand image amongst buyers and other external audiences. The authors show that the c...